apple wanted to show businesses how other businesses both large and small, are using the iPhone in day-to-day operations. my particular job was to highlight how novartis was not only using the iPhone internally, but also building apps for the community at large. i developed a story based on tens of interviews that made the case for how novartis was helping healthcare communicate directly with patients and physicians, and protecting and saving lives in the process, as well. all with the help of this handy (and gorgeous) device. there's a video, too. enjoy.